Gestión de la comunicación on-line en la Empresa de Franquicia. El uso de Facebook en el sector ‘Servicios’

espanolSe plantea un estudio en torno a la gestion de la comunicacion, a traves de Facebook, por diferentes ensenas de franquicias del sector servicios (mensajeria y transporte urgente, telefonia movil y agencias de viajes). Partiendo de un analisis de los contenidos y del nivel de interaccion de las diferentes ensenas con sus publicos, se pretende conocer la actividad generada en dicha red social. La hipotesis afirma que las empresas de franquicia del sector servicios estan presentes activamente en Facebook. El objetivo es analizar la presencia de las principales franquicias internacionales de los sub-sectores; estudiar la pagina de Facebook y determinar la existencia de cuentas del franquiciador o de franquiciados. La metodologia empleada parte de una revision documental de fuentes relacionadas con la franquicia y las redes sociales, haciendo hincapie en Facebook. Este analisis se cumplimentara con un estudio exploratorio de nueve ensenas del sector seleccionado. Los principales resultados muestran que, a pesar de que todas las ensenas tienen actividad en Facebook, su comportamiento es variable EnglishA study dealing communication management through social networks, more precisely Facebook, will be presented, following different franchise companies in the tertiary sector: courier/express transport, mobile telephony, travel agencies. Taking as the starting point for the research the analysis of contents and the level of interaction of different franchises and their audiences, a close study of the social network activity of those previously selected franchises will be shown. The hypothesis to be tested is that of franchise companies being increasingly active on Facebook. The analysis will consider the presence of the main global franchise companies in the following sectors: courier/express transport, mobile telephony, travel agencies with activity in Spain and on Facebook. The website of the company will be examined in detail so as to determine the presence of franchisor and franchisee accounts, registering the number of followers, edited posts and their main features (positive, negative or neutral). The methodology being used has been based on a thorough documentary review of sources related to franchising and social networks, specifically Facebook. The analysis is completed throughout an exploratory study of nine franchises of the selected sector. The results show that, in spite of the fact that all franchise companies have active presence on Facebook, their online behavior varies considerably